Developed a content strategy for reporting business changes
Sage Ltd is a global market leader in accounting and payroll software. My role was to design proof of concept and improve content approach to designging a proof of concept prototype.
Scope of work and problem
Sage Ltd is a global market leader in accounting and payroll software.
The scope of this project was delivering a proof of concept prototype for a new digital service to support business continuity for reporting a bereavement in all their products.
The scope had changed to report all change of circumstances not just bereavement.
There was no content strategy to accommodate new users.
Current journey is telephony so introducing an online self serve journey is a huge change in user behaviour.
Things I thought about
How to meet customer needs as the current telephony route is a huge change of process for existing customers.
Customers are in vulnerable situations and how best to support them in an online self serve journey.
Consistency is essential in both offline and online journeys.
All touchpoints to have the same voice and tone throughout the full journey.
Things I did
Designed a content strategy for this service which had never been done before.
Designed a bespoke style guide which had never been done before and included clear examples of appropriate language to use in offline and online touchpoints in the journey.
Conducted further user research to identify and support new users through an empathy mapping workshop.
Conducted research including public sector, charities, private sector, academic research to create a content strategy and shared findings with design team to discuss the benefits of using a new style guide.
Led design workshops to name the service and created some design activities to ideate design concepts using language activities.
Results and impact
Conducting user research meant that:
I was able to identify new users
.
I built relationship with the right people and stakeholders.
Improved current communications plan which content strategy fed into.
New style guide appropriate for users in the prototype.
Redesigned end to end journeys to meet user needs.
Gained stakeholder buy-in for the project to proceed to the next stage of delivery which results in iterating and testing prototype.
Advocated for content and raisedawareness of the value of content design with internal and external stakeholders.
I embeded some best practices of content design within a team that now understood the value of content.